More Related Content Similar to Technology Trends & Opportunities in the Family History Industry by Barbara Lawrence (20) Technology Trends & Opportunities in the Family History Industry by Barbara Lawrence2. INTRODUCTION – BARBARA LAWRENCE
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Barbara is co-founder and managing partner of Lubin Lawrence Inc., a NYC-based growth
strategy consultancy. After earning her MBA, in Marketing and Finance, from The Wharton
School of Business, plus her BA in Psychology, Magna Cum Laude, Barbara spent nearly a
decade in marketing at Kraft Foods. To pursue her love of strategy, she co-founded LLI. For +20
years, the firm has reinvented the way enduring growth strategies are developed. The firm’s
Experience-Driven Design Model and Method© “ladders” down from target’s Fundamental
Human Values and most desired experiences, linking these emotional and esteeming benefits
to compelling functional benefits. Coupled with the firm’s experience, this copyrighted method
has helped Fortune 50 industry leaders such as: P&G, Pfizer, Disney, Capital One, and Lowes,
achieve above plan growth.
©2013
3. WHERE LLI FITS
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Strategy Focus
General
Management
Consulting
Analyze the
Past
Lubin Lawrence Inc.
Create Growth Strategies
Mission: Empowering Organizations To Achieve
Sustainable Business Growth.
More
Analytical
More
Conceptual
Advertising, PR,
and Design
Firms
Execute
Implementation Focus
©2013
© Lubin Lawrence Inc. 2014
4. EXPERIENCE-DRIVEN DESIGN©
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Target: _______________________
Fundamental
Human Values
Desired Target
Experience
Unique Advantage
Unique Advantage
Support
Rational and Tacit
Support /Deepens
Conviction
Values That Elevate
Self-Esteem
Feelings That Express
Target’s Aspirations
Benefits That Drive
Preference, Loyalty and
Foster Competitive
Insulation
Materials and charts that articulate principles of marketing and business strategy, structure information, illustrate points, or provide examples that are not specific to
the client’s business are proprietary to Lubin Lawrence Inc.’s consulting practice and are copyrighted. These materials may not be reproduced except in the form in
which they have been presented, and may not be distributed outside the client organization (Patent Pending)
©2013
© Lubin Lawrence Inc. 2014
5. 11 IDI INTERVIEWS
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With Family History Thought Leaders
• Large Entities
• Large Entities
• Large Entities
• Large Entities
• Large Entities
• Large Entities
• Large Entities
• Large Entities
• Large Entities
• Large Entities
• Non-Profit
Sr. Executive CTO - Ancestry
Sr. Executive Product - Ancestry
Sr. Executive Formerly of Ancestry
Sr. Executive MyHeritage
Sr. Executive Brightsolid
Sr. Executive findmypast - Data Strategy Manager
Sr. Executive findmypast - Business Development Director
Sr. Technology Executive FamilySearch
Sr. Marketing Executive FamilySearch
Sr. Executive Former Managing Director of FamilySearch
Sr. Executive Federation of Genealogical Societies
©2013
© Lubin Lawrence Inc. 2014
6. INTERVIEW QUESTIONS
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• Where Is The Category Today? How Did It Get There?
• Where /How Should Family History Focus To Achieve Future Growth?
- Who?
- What?
- How?
• What Barriers Must Be Overcome To Get There?
©2013
© Lubin Lawrence Inc. 2014
7. WHERE IS THE CATEGORY TODAY? HOW DID IT GET THERE?
•
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For a Decade, Focus Has Been On Records Access / Digitization ... Bringing
Searchable Records/ Content Online
• Census e.g. 1940 Census
• Marriage and Death
• Military
1940 Census
• Citizenship and Naturalization
• Family Histories
• Resulting Challenge: Balancing Demand for Online
Data/Content Access vs. Innovation Priorities
©2013
© Lubin Lawrence Inc. 2014
8. WHERE IS CATEGORY TODAY? HOW DID IT GET THERE?
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• Searchable Digital Records Meet The Needs of An Older, Niche Target, Estimated
At About 1% of Potential Universe... Search-Oriented, Genealogists, Historians & Hobbyists
• Willing To Invest Search Time/ Effort To Find Names, Dates & Places; Authentication Data...
…However, Younger Generations Are Not
© Lubin Lawrence Inc. 2014
©2013
9. 10
TODAY, FAMILY HISTORY APPEALS TO A NARROW NICHE
Mainstream
Premium
Family
History
Research
Appeals to 1% of Potential Users
Niche
EST. MKT VALUE: $ 4B
© Lubin Lawrence Inc. 2014
©2013
10. WHO ARE THE “1%ers”?
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OLDER GENEALOGISTS,
HOBBYISTS, AND HISTORIANS
Willing To Invest The Time To Conduct Library-Like Research:
Online and Offline - Searching for Names, Dates, Places,
Research Is Challenging, Time Consuming, Not Intuitive,
Frustrating and Not Mobile
©2013
© Lubin Lawrence Inc. 2014
11. WHY ISN’T PARTICIPATION BROADER?
Too Time Consuming
Too Isolating/Lonely
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Too Difficult/Frustrating
“We’re facing a very large gap technology-wise ... we should be
focusing on what younger users want...” – Thought Leader
Mainstream Appeal Requires Faster,
Easier, and More Engaging Experiences
©2013
© Lubin Lawrence Inc. 2014
12. THE UNTAPPED OPPORTUNITY: GENERATE MAINSTREAM APPEAL
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Family History Tomorrow
99%
Mainstream Appeal
Est. Future Mkt. Value: + $400B
Today
Premium
Family
History
1%
Niche Appeal
EST. MKT VALUE: $ 4B
© Lubin Lawrence Inc. 2014
©2013
13. WHERE CAN THE INDUSTRY GO TOMORROW? HOW CAN IT GET THERE?
•
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Category Has Reached A Tipping Point. ... We Must Innovate To Attracting A Younger, More
Tech Savvy, Mainstream Audience; Offer More Engaging /Entertaining Experiences - Not
Just Search
WHAT:
“Mainstream targets seeks richer content and context (not just vital records) –
emotionally engaging and interactive experiences (not just search)...” – Thought Leader
Level of
Interest
Difficulty/Time
Investment
Broaden Family
History
Engagement
©2013
© Lubin Lawrence Inc. 2014
14. WHERE CAN THE INDUSTRY GO TOMORROW? HOW CAN IT GET THERE?
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•
Category Has Reached A Tipping Point. ...Focus on Attracting A Younger, More
Tech Savvy, Mainstream Audience ... Reduce/ Eliminate The Difficulty/ Time Required
– Ideally Both
- Reduce / Eliminate Difficulty /Time Required – Ideally Both.
HOW:
“Technology should help to avoid wasted effort, plus it can educate and entertain ...
offer rich and entertaining content using unstructured data ...” - Thought Leader
Level of
Interest
.
Difficulty/Time
Investment
Broaden Family
History
Engagement
©2013
© Lubin Lawrence Inc. 2014
15. WHO ARE THE MAINSTREAM 99%ers?
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GENERALLY YOUNGER, DIGITAL, TECH SAVVY, SOCIALLY CONNECTED,
MOBILE AND EXPERIENCE-DRIVEN
Everyone Is Interested In Engaging, Entertaining, Family Stories &
Context That Foster Stronger Family Connections (Past, Present and Future)
Unwilling To Invest The Time / Effort Searching for Names, Dates, etc.
Less Experienced With Traditional Family History
Embrace Innovation, Interface Should Be:
- Intuitive, Interactive, Fun, Shareable ... Educational
- Mobile and Easy
- Multi-Media
- Linked To Social Media
“Imagine speaking into a device and it answers basic questions about your ancestors ...or
technology that builds a picture of individuals in the context of when they lived...” –Thought Leader
©2013
© Lubin Lawrence Inc. 2014
16. WHAT DOES THE 99% WANT?
Much More of This ...
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... Much Less of That!
©2013
© Lubin Lawrence Inc. 2014
17. INNNOVATION MUSE: YOUNGER, MAINSTREAM AND FUTURE FOCUSED TARGET
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WHO:
Digitally Savvy, Early Tech Adopters , Open To New Ideas/Experiences,
Global In Their Perspective, Active on Social Media, Cultural Influencers
©2013
© Lubin Lawrence Inc. 2014
18. ENGAGING, ENTERTAINING & SHARED EXPERIENCES ARE APPEALING
WHAT:
.
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Content That Fosters Joyful, Shared and Satisfying
Family History Experiences That Bond Generations
Multi-Generational ... Collaborative ... Shareable .... More Than Just Names, Dates and Places
“Compelling, entertaining, and family stories based – emphasize engaging and
emotionally rich experiences that deepen connections ...” – Thought Leader
©2013
© Lubin Lawrence Inc. 2014
19. REDUCE BARRIERS THAT DAMPEN MAINSTREAM APPEAL
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HOW:
It Must Be Easier, Faster, More Intuitive, More Satisfying ... Less Frustrating
•
Search Assistance Tools (APIs) Such As:
- Mobile Access/Push Notifications
- More Time Efficient /Effective Solutions - Easy to Use Q&A Functions (á la SIRI)
- Leverage Ubiquitous Social Media – Foster More Collaboration / Story Telling
- More Intuitive and More Interactive
Analogies:
•
Records Are A Stepping Stone, Not The End Result
©2013
© Lubin Lawrence Inc. 2014
20. BUILD B2B PARTNERSHIP & COLLABORATION OPPORTUNITIES
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HOW:
While Some Partnering/Collaboration Is Underway,
Opportunities Remain (E.g.):
•
More Data Linking/Matching And Big Data Capabilities
•
Push Notifications
•
Geocoding – Point Census To Specific Locations
and Avoid Useless Results
•
Handwriting Recognition – Impact On Search Taps
Into Using Unstructured Data
©2013
© Lubin Lawrence Inc. 2014
21. BUILD B2B PARTNERSHIP & COLLABORATION OPPORTUNITIES
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HOW:
While Some Partnering/Collaboration Is Underway,
Opportunities Remain (E.g.):
•
DNA Research/Searching - Becomes The Starting
Point For Easier /Faster Connections
•
Be As Global As Possible - As Soon As Possible
•
Explore A Variety Of Revenue Models E.g. Subscription ...
Pay Per View - Etc.
•
Include Descendancy Research
•
Achieve More Cohesiveness And Collaboration That Comes
From One Single Family Tree of Mankind
©2013
© Lubin Lawrence Inc. 2014
22. BUILD B2B PARTNERSHIP & COLLABORATION OPPORTUNITIES
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HOW:
Tap Into Collaboration/Partnership Opportunities; Satisfying End-Users’
Needs While Also Generating Attractive Developer Rewards
Demonstration
Valuable Innovations Have Attracted Financial Rewards
[E.g. Ancestry’s Record Matching Technology (Shaky Leaf);;
2012 Private Equity Purchase $1.6b]
© Lubin Lawrence Inc. 2014
©2013
23. WHAT B2B CHALLENGES MUST BE OVERCOME?
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B2B Challenges
• Lack of Connectivity Between Platforms (APIs)
•
New Competition: Big Players Like Google & Facebook
Become Active In This Space
•
Budget Concerns: Foster More Partnership / Collaboration
Activity To Jump Start Innovation (Share Costs)
• Competing For Top Programming Talent
• Persuade Record Custodians To Provide Access/ Permit Digitization
• Other?
©2013
© Lubin Lawrence Inc. 2014
24. 25
ANALOGOUS CASE
Mission: Create One World Map
Productive Acquisitions Plus B2B Partnerships and
Collaborations Were Key To Accelerating Growth
and Satisfying End User Needs
©2013
© Lubin Lawrence Inc. 2014
25. 26
• Like Family History, Mapping Was Once A Disparate, Incompatible Collection Of
Billions of Pieces of Information.
• Acquisitions, Coupled With On-going Partnering /Collaboration Plus A Constant Flow
of Innovations Created A Huge, Single Source Database
• APIs Facilitated 1,000s Of Highly Creative 3rd Party Solutions (E.g. Batchgeo.com)
• Mobile GPS Gives The World Access To A Vast, Interconnected Mapping Capability
• Individuals and Organizations Invited To Append Content - 3D Images, Etc.
• Like Google’s One World Map Mission Experience, Family History Can Accelerate the
Creation of One Tree of Mankind and The Mainstreaming of Family History Via Ongoing Partnering /Collaboration
©2013
© Lubin Lawrence Inc. 2014
26. ACQUISITIONS, B2B COLLABORATION/PARTNERSHIP & INNOVATION DELIVERED
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A DECADE OF GROWTH*
After Apple’s Maps Application Failed, Google Maps
Became Available Through The Apple App Store; Con’t
Innovation: Adding More Int’l Markets
Con’t Innovation: Google Announces Maps GL Plus Street View In
Various Asian markets launched Google starts charging for API
commercial use; Map Maker Added to US Google Maps; Any Viewer
Can Edit/Make Changes- Est. of 150 MM Google Maps Users
Con’t Innovation: Google Allows Users To Edit Content; Adds
Terrain View; Google Signs Deal With Geoeye For Satellite
Imagery; Users Can Append Content ... And More
Con’t Innovations E.g. Google Traffic Added – Real
Time Traffic Flow – Enhanced Google APIs and
Google Rider Launched
Google Acquires C++ Program,
Where 2 & Keyhole To Jump
Start Google Maps Creation
Maps API launches in ‘05
2004-05
© Lubin Lawrence Inc. 2014
2006-07
2008-09
2010-11
*Source: Wikipedia – partial listing from timeline
2012-13
©2013
27. CREATION OF ONE WORLD MAP FUELED BY B2B COLLABORATION
PRODUCTS: MAP
BASED SERVICES*
ACQUISITIONS
Google Maps - Web mapping service
Google Earth - Globe viewing features
Google Mars, Moon, Sky
Google Ride Finder, Google Transit,
Google Street View (US and Int’l)
Google Latitude
Google Maps for Mobile, etc.
+3 Maps API
Generations
Keyhole - geospatial data
visualization co. (10/04)
Where 2 Technologies (10/04) Web Based Version
B2B Collaboration/
Partnerships
Google Maps APIs
© Lubin Lawrence Inc. 2014
28
Apple IOS
* Partial Listing
Android
©2013
28. QUESTIONS?
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Today: Small Group “Get Started” Conversations
• Goals:
WHO: Broaden Appeal, Accelerate Market Development
WHAT: Deliver Engaging Experiences With Mainstream Appeal
HOW: Overcome Current Barriers; Foster Collaboration To Accelerate Innovation
Mainstream End-Users
Innovators/Developers
Investors
©2013
© Lubin Lawrence Inc. 2014
29. KICK START COLLABORATION & PARTNERSHIP OPPORTUNITIES
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Invitation: Engage in “Get Started” Conversations ... Here and Online
•
Addressing The Mainstream Engagement Challenge – 6 Priority Areas
“WHO” Mainstream Target
“WHAT”: Broaden Family History Content Definitions To Assure Mainstream Appeal (e.g.):
... Engaging Family History Entertainment/Stories Experiences
... Intuitive Family History Research Experiences
...One Family Tree of Mankind
“HOW”: Empower End Users and Reduce/Eliminate Current Barriers (e.g.):
... Mobile Access / Push Notifications
.. Easy To Use Q&A Formats á la' Siri /Others?
... Leverage Social Media / Collaboration
©2013
© Lubin Lawrence Inc. 2014
30. OPEN INVITATION TO CONTINUE THE CONVERSATION
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• Join the RootsTech Linkedin & Twitter Conversations
JOIN THE CONVERSATION.
CHANGE YOUR FUTURE.
Enter to win an iPad Mini
#RootsInnovator
RootsInnovator.org
©2013
© Lubin Lawrence Inc. 2014